News

Del Taco unveils new prototype store, logo

August 7, 2011

Lake Forest, Calif.-based Del Taco is undergoing a makeover that includes the introduction of a new logo and a new restaurant prototype.

After months of research, both are making their first appearance together at new locations in Los Angeles and Irvine, Calif., as well as Irving and McKinney, Texas. The company's new logo will be phased in through marketing and advertising efforts beginning in the fourth quarter while the new store prototype will be evaluated and refined throughout the next few quarters. 

"We have a legacy of well-established value – great food at a great price," said John Cappasola, Del Taco's chief brand officer. "With our new look, we maintain our value heritage while adding emphasis to the quality, freshness and great care we put into our food preparation every day in all of our Del Taco restaurants."

Del Taco tapped the San Francisco-based brand strategy and retail design firm Tesser Inc. to help with the redesign of both the logo and the prototype.

"Tesser was the perfect partner for both the identity and prototype initiatives," Cappasola said. "Tre Musco (CEO) and his team immersed themselves in the Del Taco brand and were instrumental in bringing our positioning to life creatively and economically."

Musco said the end result pays homage to the freshness of the food and the boldness of the brand.

"The final deliverable is a truly unique and stand-out future vision which will set a new bar for the category," Musco said.

Fans get the assist

Through focus groups and online surveys, Del Taco customers were given a chance to weigh in on refining the new logo, new building design and new colors.

"Our fans are at the heart of the brand, so it was critically important for us to engage this community and integrate them into the process for both the new logo and new prototype," Cappasola said.

The new logo makes use of a contemporary color scheme and a unique brush style font while retaining its familiar look. The design elements of the logo are a nod to the company's heritage, with the classic Del Taco sun and rolling hills built into the design.

The new logo will adorn a prototype design that features contemporary colors and expands on the freshness theme with a redesigned interior and exterior.

The new interior features an updated dining room with new seating combinations. In addition, visuals reinforce messages with key phrases used throughout the prototype, including "Chicken Grilled Here," "Beans Slow Cooked Here" and "Cheddar Hand Grated Here."

Select new prototype locations also will feature a salsa bar that offer customers new flavors with two different types of salsa, as well as Del Taco's signature sauces – Del Inferno, Del Scorcho and Mild sauce.

Many of the new prototype design elements were tested at the Denton, Texas, location that opened last November. A location recently opened in Salt Lake City and also features the elements of the new redesign.

For more information on restaurant design, click here.